A sacrifice worth making

If you’ve ever read Adam Morgan’s “Eating the Big Fish” you’ll be familiar with the credo of making certain sacrifices in order to do great things in other areas.   Theoretically speaking, to get noticed as a challenger brand it’s important to work out what you’re not going to do and then redirect that money, energy and resource into something you do want to do.

So in practical terms this could mean sacrificing a particular media channel, a market region, a customer segment, or even a product within your portfolio.  This will enable brands with more limited budgets to ‘over commit’ elsewhere.

As you may have heard, VW did exactly this when they came to launch the new 2010 GTi.  Instead of investing in traditional paid-for media such as print ads, digital banners or OOH they put all their eggs in one basket and produced an iphone app.  And that’s it!

If you’re not familiar with this unusual launch, check out this video posted on AKQA’s Facebook page as it explains the case study in full.

Calculating the true efficacy of social media

The other thing worth mentioning about this campaign is that if anyone wanted actual proof on the potential efficacy of social media, this is it!  By sacrificing all other paid-for media in favour of this app, they’ve effectively created a controlled environment where the true ROI of this activity can be measured without being skewed by other campaign initiatives.

Now that doesn’t happen very often…

Advertisements

2 thoughts on “A sacrifice worth making

  1. Pingback: Brave digital marketing from VW « dave does digital

  2. Pingback: Using iphone apps as a CRM tool « 'If only we'd thought of that'

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s